12 years experience specialising in UX/UI, publication, branding and social media design.-I am a passionate creative, currently working in a role which involves UX design, front end development and digital marketing.When it comes to site design I like to follow the infamous rule of "form follows function" which has its basis in understanding how design work differs from art, with design being the cumulation of art with a purpose to inform. A site may look beautiful but you need to understand how users are going to interpret the design choices made to ease their use of digital products.I have a strong knowledge of typography in all its forms, developing from an interest in book and publication design and evolving into the build and distribution of my own series of typefaces. My understanding of the principals of typography in print has given a strong foundation to master them when creating digital layouts.In my current role I have worked on projects for various brands including Bacofoil, Jaguar Land Rover, Yuasa Batteries and many more, completing eCommerce projects for businesses working within the health and beauty, food and drink, manufacturing and technological industries with an understanding of the different requirement for B2B and B2C clients.Over my career I have worked with various clients to create strong brands, I know that a brand doesn't start and finish with a logo and like to consider all aspects that are needed to build comprehensive style that is timeless and attracts a target demographic.I am well versed in the Adobe Creative Cloud range of software, with particular attention to XD, Illustrator, InDesign, AfterEffects and Photoshop this is alongside having experience working with various word processing and spreadsheet applications, font production tools and project management software.